This study is to determine the effect of Visual Merchandising Effect, Sales Promotion and Positive Emotion on Impluse Buying Behavior. Data was collected through 155 respondents who visited the South Tangerang AEON Mall, a questionnaire-based data collection technique using a Likert scale. The method used in this research is nonprobability sampling and the data is processed with multiple linear regression equations by using the IBM SPSS Version 23 application to determine the magnitude of the

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... rcentage of the contribution of the influence of the Independent variable on the Dependent variable. The results showed that Visual Merchandising variables and Sales Promotion variables partially had a significant effect on Impluse buying variables while Positive Emotion variables did not partially influence the Impluse Buying variable. This research can be used as a recommendation for the company AEON Co.It as the parent company of AEON Mall as a recommendation to maintain and increase the number of visitors so that the company can continue to run and move forward.